New 'Dragon Tattoo' DVD Is Real, Really

This is sure to be generating some high-fives over at Sony Pictures Home Entertainment. In a nice marketing touch, the DVD for Columbia Pictures’ David Fincher-directed The Girl With The Dragon Tattoo that hit the street this week has been packaged to look like a burned (re: pirated) disc, complete with the felt-tip-pen scribbling of the title on what looks to be a label-less face. It’s a nod to Tattoo‘s computer-hacker lead character Lisbeth Salander, who is just the sort that would illegally download a copy of a Hollywood studio tentpole from BitTorrent (don’t try that at home, kids). The look is so effective it forced Redbox to put a disclaimer in its description of the movie on the film’s webpage: “NOTE TO RENTERS: The handwritten look on the disc of this movie is legitimate and is intended to look like a burned DVD.” The film, which garnered star Rooney Mara a Best Actress Oscar nomination and won the Oscar for Film Editing, has grossed $231.3 million worldwide since its December 21 release.